models for scalable content strategy

Scalable Models For Content Strategy And Marketing

October 2016@meaningmeasure Misty Weaver

@meaningmeasure

AgendaVocab – DiscussModel – DiscussExercise

Content Strategy

Ingram, Richard (2010) http://www.richardingram.co.uk/2010/08/approaches-to-web-content-strategy/ (Links to an external site.)

Content Strategy is a Process

Provide the right content, for the right people, in the right place, at the right time.

Meghan Casey http://uxmag.com/articles/get-your-content-strategy-out-of-the-drawer-with-governance

From Content Strategy for the Web by Kristina Halvorson

“Useful, usable content is a process, not a product.”

http://contentstrategy.com/

http://contentstrategy.com/

“It needs people who are responsible for ongoing, editorial oversight. Set standards to inform changes and inspire growth.”

Business + AudienceResources

= Plan

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Where does content come in?

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Take the high quality content challenge

Gathercontent.com

Tactic: Content Marketing

http://contentmarketinginstitute.com/plan/

3E6699How do we work together?

C-suite

Marketing• PR• Email• Social Media• Video

EditorialSEM / ITUX / Dev

Different perceptions

ConsequencesNo search rank

Can only send people to home page

There’s no editorial plan

Silos don’t share@meaningmeasure

Audience

Customer

User

Action Recipient

Reach Audience

Engage User

Serve Customer

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Content needs a shared purpose

Image: http://iboxseo.org/2014/03/03/how-to-use-aida-principles-to-revitalize-your-content/

Image: http://www.outboundengine.com/blog/using-email-marketing-to-increase-referral-business/

different goalsdifferent tools

different models

We’re gonna need a lot of hats

And we want them to fit

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Purpose helps us work together

Image: http://iboxseo.org/2014/03/03/how-to-use-aida-principles-to-revitalize-your-content/

http://bit.ly/1JwQwm2

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Informative, useful content makes you visible

Good, easy to find answers make you credible

Meaning is differential

Be seen where your audience is

Be relevant to your audience

Add value through knowledge

Oh, the journeys they’ll make

Coverage and Connection

Educate

Answer

Inform

Themes

Evergreen

Promotion

3E6699Find your ratio

Misty Weaver

@meaningmeasure